Creators criticized Roblox for its feud with Schlep. A new exec will look to improve relations.

More than two decades after its initial launch, Roblox‘s player base is reaching all-time highs, so the game-building engine has brought in a new exec to serve as its figurehead for creator relations. Vlad Loktev, a seasoned operative with experience at Airbnb and Zynga, has joined Roblox as its Chief Creator Ecosystem Officer.

Loktev’s new role will take effect on September 29. That’s when he will begin improving the day-to-day experience for Roblox creators, spearheading the development of new tools and platform events. “As Roblox tracks towards its goal of 10% of all gaming content revenue flowing through the Roblox ecosystem and being distributed within our community of creators, Vlad will play a key role in supporting the community making it all possible,” reads a Roblox press release.

Though Roblox has existed since 2004, it has grown exponentially since the start of the 2020s. Annual revenue has soared to $3.6 billion, a massive increase from the $508 million annual revenue figure Roblox generated in 2019. By the end of 2024, Roblox reached 85.3 million daily active users; that number represented a 19% year-over-year increase. Oh, and Roblox content has received more than one trillion views on YouTube.

A ballooning player base has led to increased friction between Roblox’s higher-ups and its top experience builders. Complaints related to discoverability led Roblox to update its recommendation engine

earlier this year, and financial anxieties preceded the launch of regional pricing.

A notable clash between Roblox and its creators occurred a few weeks ago after the platform made the contentious decision to ban predator catcher Schlep, whom it accused of “vigilantism.” The fallout from that move has sparked numerous legal actions, with notable attorney Mike Mandell working with aggrieved creators to prepare lawsuits.

As Roblox makes direct moves to make its platform safer for children, it is also shoring up its creator relationships through the Loktev hire. The Chief Creator Ecosystem Officer is starting his new gig just after the conclusion of the Roblox Developers Conference, at which the company announced new policies meant to appease creators.

With Roblox revenues continuing to rise, Loktev’s role will be critical. Other experience-building platforms, such as Fortnite and the upcoming Grand Theft Auto VI, are wooing Roblox loyalists with creator-friendly policies. In response, Roblox is making sure its own products — and its relationship with its top stars — are up to par.